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MGT 6311 gatech Midterm Questions With Complete Solutions
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MGT 6311 gatech Midterm Questions With Complete Solutions
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MGT 6311 gatech Midterm QuestionsWith Complete Solutions
Cluetrain Manifesto Correct Answers A set of 95 theses
hh hh
organised as a call to action (CTA) for businesses operating
within a newly connected marketplace, published in 1999. While
some of the book's claims have failed to materialise, it was an
early source of guidelines for social media and obtained a cult-
like following
Market share Correct Answers In strategic management and
hh hh
marketing, market share is the percentage or proportion of the
total available market or market
segment that is being serviced by a company.
Pay per click (PPC) Correct Answers Advertising where the
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advertiser pays only for each click on their advert, not for the
opportunity for it to be seen or
displayed.
Return on investment
(ROI) Correct Answers The ratio of cost to profit.
hh hh
Search engine optimisation
(SEO) Correct Answers The practice that aims to improve a
hh hh
website's ranking for specific keywords in the search engines.
Strategy Correct Answers A set of ideas that outline how a
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product or brand will be positioned and achieve its objectives.
This guides decisions on how to create,
, distribute, promote and price the product or service. Looks at 4
pillars: environment, business, customers, competitors
Tactic Correct Answers A specific action or method that
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contributes to achieving a goal
Porter's 5 Forces Correct Answers Power of suppliers, power of
hh hh
customers, threat of new entrants, threat of substitute products --
> competitive rivalry within industry
5 P's of marketing mix Correct Answers Product, price, place,
hh hh
promotion, people
SWOT Correct Answers Strength, weakness, opportunities,
hh hh
threats
What do objectives need to be? Correct Answers SMART:
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specific, measurable, attainable, realistic, time-bound
Attention economy Correct Answers The idea that human
hh hh
attention is a scarce commodity i.e. seeing attention as a limited
resource.
Customer experience map Correct Answers A visual
hh hh
representation of the customers' flow from beginning to end of
the purchase experience, including their needs, wants,
expectations and overall experience.
Customer persona Correct Answers A detailed description of a
hh hh
fictional person to help a brand visualise a segment of its target
market.
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